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Chapter 2. The Commerce Value Chain > Components of the Commerce Value Chain

Components of the Commerce Value Chain

The key components of the value chain can be very different for different industries, and even among different businesses within a particular industry, such as in the following example. In this section, we look at a generic value chain for Internet commerce. In part, it serves as an example of how one might break down a value chain to analyze it more closely, and in part it exemplifies some of the most important components for business on the Internet. Throughout this section, we use catalogs for consumer retail purchases as examples. In the next chapter, we look at several different kinds of businesses and how the commerce value chain applies to them.

Attract Customers

The first component of the generic Internet commerce value chain is attract. By this we mean whatever steps are taken to draw customers into the primary site, whether by paid advertising on other Web sites, electronic mail, television, print, or other forms of advertising and marketing. The point of this phase is to make an impression on customers and draw them into the detailed catalog or other information about products and services for sale.[2]

[2] With the advent of active advertisements with built-in transactional capability, the lines between the phases of the value chain are becoming blurred.


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